Vibrant design attracts young audience and helps company build for the future

A fresh design concept can breathe new life into a company’s marketing efforts. When the product or service is aimed at teenagers the message needs to be powerful and bang up to date.

The careers initiative developed by Aggregate Industries needed a fresh new look to appeal to today’s youngsters. The company was looking for a dynamic design concept that could be used for display stands, publications and leaflets and be carried through to the company website.

Aggregate Industries UK operates businesses within the UK, Channel Islands and Norway. It is a leading supplier of aggregates, construction and building materials to the construction industry. Future Path was launched in 2003 as a way of introducing the company to youngsters aged 14 to 17 years and explaining the range of career opportunities available to them.

The company asked Quiet Storm to design a logo and develop a range of materials that would engage the target age range. Future Path needed a strong new identity that teenagers could relate to that also complied with company marketing guidelines.

The first step was to design a powerful logo with strap-lines that would grab the attention of the company’s potential future workforce. These could be used on promotional items, print media and on websites. Once this was agreed, work started on developing a punchy leaflet that could be distributed in schools and at careers events.

The leaflet brief was given to three team members in the Quiet Storm studio who each had to present a design and concept of how it would work. From these, a concertina style leaflet was chosen that contained all the elements Aggregate Industries were looking for and was dynamic enough to engage with the target age range. The same concepts were then used to design an advertisement appropriate for school and career publications.

Finally a set of three roller banners were designed that could be used independently or as a complementary set at career events.
With an important careers show lined up at Derby’s Pride Park in just a few days, Aggregate Industries were keen to get the leaflet artwork signed off in time for the print run due to be carried out on high quality litho machines. Unfortunately it still needed final approval by key company personnel and further delay would mean the leaflets could not be produced in time. Quiet Storm had a solution. The decision was taken to digitally print 600 leaflets in-house. They were printed and finished within 48 hours and delivered direct to the show. This provided some breathing space and allowed for any final amendments before the major litho print run.

The final result of the project was the creation of promotional materials that introduced exciting career opportunities within a dynamic and progressive company.


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